Amongst a sea of high street fashion brands French Connection have long been synonymous with an iconic campaign – anyone remember when their eyebrow raising FCUK campaign launched back in 2004 prompting headlines like ‘What the FCUK ads are about’?

Well, their AW13 campaign, which officially launched at The Full Service French Connection party last night, looks set to be just as memorable. Shot by Rankin and devised by The Full Service, the new collection is shown through a series of stages, quite literally from sketch to store.

Firstly all models, including Hunger favourite Harvey Newton Haydon, were shot completely nude before Jelly illustrator Jo Bird sketched the Autumn/Winter collection onto printed out images of the models, who were finally photographed wearing the actual pieces from the collection.

Shot in black and white the campaign manages to maintain French Connection’s dry sense of humour while safeguarding the brand’s reputation for innovative design lead fashion. Like they say, French Connection don’t follow trends, they make them. Kudos, we say.